2010.06 Using social media data to demonstrate brand-building


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Interact Congress Barcelona 2010
Branding Online: The Time Is Now

Using social media data to demonstrate brand-building

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  • The advent of social media means that consumer conversations about and with a brand becomes more measurable Nielsen / FB are working together to better understand this new form of brand engagement for marketers This engagement, also known as earned media, can be measured with the same metrics as traditional paid media (i.e. lifts in recall, association, consideration) Today I will present our latest results from our ongoing Brand Lift research alliance with Facebook on measuring the effectiveness of earned and paid media & reveal their interdependencies in driving brand reach & brand impact.
  • Provide guidance on how to quantify the value of social media advertising relative to their brand goals and how to understand it in terms that align with their overarching brand metrics. Because Nielsen is committed to providing clients with the most complete view of what consumers “watch” across all platforms, including how they engage with social media, we have made a major investment in helping advertisers understand how to achieve their brand goals in a social context.
  • Homepage ads Are above-the-fold homepage ads that contain ad creative (image + text) as well as an option for users to engage with the brand (e.g “Become a fan”) Homepage Ads with Social Context (e.g social impressions), which include the names of a user’s friends, if any, who are already fans of the brand Organic impressions Which are social stories that appear on the homepage of friends of users who have engaged with a brand or become a Fan of that brand
  • For the purposes of this case study, we examined the impact of Facebook advertising on 14 campaigns using the Nielsen BrandLift methodology. Campaigns selected were representative of more successful campaigns that included the “Become a Fan” engagement unit, and included advertisers from a range of categories, including CPG, entertainment, and retail. Results were aggregated across the fourteen campaigns in order to provide more generalized findings and to ensure the confidentiality of advertiser-specific results.
  • and marketers need to reach a lot of people
  • So we can help a client grow their business. But what can we do for them exactly? Well, it’s hard to articulate what we do for clients in one simple message… so we created a conceptual framework that covers everything we do, and gives you your elevator speech to the client. First, we help them understand who they reached. Did the campaign reach the right target? Second, etc. You see it’s pretty similar to a traditional purchase funnel, following the consumer as they move from awareness… to consideration… to conversion. It’s the 4 Rs of advertising effectiveness! Corey Jeffery will walk us through the Reach metrics we offer clients.
  • 2010.06 Using social media data to demonstrate brand-building

    1. 1. Using social media data to demonstrate brand-building Brad Little, The Nielsen Company VP, Head of BuzzMetrics, EMEA @bradleyjlittle
    2. 2. … And Growing Globally!
    3. 3. Source: Nielsen NetView, * Home only
    4. 4. Page The Advantages of Social Media Are Also Its Biggest Challenges
    5. 5. The importance of Valuing Earned & Paid Media A broadcast-based marketing relationship with consumers A relationship that more explicitly considers how traditional paid media drives ‘earned media’ Marketers are evolving From... ...by adding
    6. 6. Key Questions <ul><li>How do social media impressions impact the effectiveness of a campaign? </li></ul><ul><li>What are the drivers of social media impression distribution? </li></ul><ul><li>How can advertisers best manage the combination of reach and effectiveness of social media campaigns? </li></ul>+ = BrandLift
    7. 7. BrandLift: A Continuous Measurement Service <ul><li>6 months of research </li></ul><ul><li>Consisting in surveys of over 800,000 Facebook users </li></ul><ul><li>And more than 125 individual Facebook advertising campaigns </li></ul><ul><li>From 70 brand advertisers </li></ul>
    8. 8. How “BrandLift” Works Page Facebook’s ad systems automatically generate a small control group of users called a “holdout” who are identical to those targeted by your campaign, except that they were randomly selected to not see your ads . <ul><li>A comprehensive PowerPoint deliverable highlighting study results and brand effect metrics: </li></ul><ul><li>-Results for up to four standard brand attitude and usage questions via single-question surveys and two custom single/double question surveys </li></ul><ul><li>-Delivered within days of the end of the survey fielding </li></ul><ul><li>-In-depth presentation of findings </li></ul>1 Ad Displayed to user Automatic, random holdouts 3 4 2 Results Example Poll
    9. 9. 3 key metrics evaluated Page 1 <ul><li>“ Have you heard of Glitter Hairspray?” </li></ul>Awareness 2 Message Awareness <ul><li>“ Which of the following companies uses the slogan “Shine throughout the day”? or </li></ul><ul><li>“ Which of the following brands do you associate with the message ‘Shine throughout the day’? </li></ul>3 Purchase Intent <ul><li>“ How likely are you to purchase a Glitter hair product this month? or </li></ul><ul><li>“ Would you be interested in trying the Glitter Mousse?” </li></ul><ul><li>Survey collection 24 hours post exposure </li></ul><ul><li>Minimum of 3,000 respondents </li></ul><ul><li>Studies compared against a normative Nielsen database to determine overall effectiveness and awareness results. </li></ul>
    10. 10. Facebook Survey Platform Correlates with External Sources Margin of error +/- 2% or smaller | Gallup based on 3 day rolling average Do you think that economic conditions in the country as a whole are getting better or getting worse? <ul><ul><ul><li>Predicts the next Consumer Confidence Index (r = 0.85) </li></ul></ul></ul><ul><ul><ul><li>Strong agreement with Gallup (r = 0.80) </li></ul></ul></ul>
    11. 11. Evaluating the Three Forms Execution on FB 1. Homepage Ads 2. Homepage Ads with Social Context 3. Organic impressions PAID MEDIA EARNED MEDIA
    12. 12. What Did We Find? Understanding the Value of a Social Media Impression <ul><li>14 campaigns representative of more successful campaigns that included: </li></ul><ul><ul><li>the “Become a Fan” engagement unit, and </li></ul></ul><ul><ul><li>advertisers from a range of categories (CPG, entertainment, retail…) </li></ul></ul><ul><li>Results were aggregated across the 14 campaigns: </li></ul><ul><ul><li>To provide more generalised findings </li></ul></ul><ul><ul><li>To ensure the confidentiality of advertiser-specific results </li></ul></ul>
    13. 13. Impact of Paid Media Exposure on Facebook
    14. 14. Homepage Paid Ads with Social Advocacy Improve Campaign Performance
    15. 15. Marked Affect on Brand Metrics if There is an Organic Element
    16. 16. More Organic Exposure = Greater Impact
    17. 17. How To Maximise Reach & Engagement Source: Facebook * Engagement = click through, video play, RSVP, vote on a poll etc Start with engaging Home Page Ad Leads To users interacting with ad unit in friends feed Increased Reach And Increased User Engagement
    18. 18. There is a strong relationship between the engagement rate of the ad campaign and the number of ad impressions <ul><li>0.72 correlation </li></ul>
    19. 19. BUT...Organic impressions are difficult to scale <ul><li>Organic Reach </li></ul>Total Campaign Reach
    20. 20. As Such You Need The “Right” Mixture of Paid + Earned + Self Created Media
    21. 21. Since this will maximise success notwithstanding the core principles of good brand management/ authenticity/consumer belief
    22. 22. What about another social platform?
    23. 23. Effectively Measuring Advertising Did the campaign reach the brand’s target? Did the media placement deliver engaged viewers? Did the campaign generate the desired results? REACH RECEPTIVITY RESONANCE REACTION
    24. 24. Paid Impressions Open the Door, but Advertising Still Needs to Spark Brand Engagement & Connection
    25. 25. France [ 5mn ] UK [ 8mn ] Germany [ 9mn ] US [ 43mn ] Japan [ 8mn ] Canada [ 6mn ] Evian Dancing Roller Babies
    26. 26. “ It is the first time in Danone’s history that we said that the heart of this campaign will be viral and web based. “ We thought we would hit 2 million worldwide…” Evian Case Study: Extending Reach & Engagement Virally
    27. 28. Exposed to Paid Ad 6,327,000 Exposed to YouTube Evian Watch Pages 3,037,000 Period: 1st – 31st July 2009 Paid for + Watch Pages: 9,067,000 Paid for Ad Duplication 6,030 297 2,741 Sample Size: 10,522 Evian Campaign: 11,956,000 Includes those that conducted brand searches and those that viewed the sites other than YT 000s Earned Media extended the reach, with little overlap How many people did your campaign reach? YT Evian Watch Pages
    28. 29. Paid for Ad vs. Total campaign 84% 160% 36% Was your target engaged? Very significant uplift in time spent with brand and in amplification generated from paid activity
    29. 30. Regular Bottled Water Drinkers, Not Exposed vs. Exposed Did your target remember your brand? Significant brand uplift seen across all metrics through the purchase funnel. Significant difference at 95% confidence limit
    30. 31. Did your target react by buying, talking or searching? Drive to ‘Evian’ Exposed to Paid for Ad Exposed to Paid for Ad who visited ‘Evian’ Percentage of those Exposed to Paid for Ad who visited ‘Evian’ 745k 25k 3.4% Period: 3 rd July 2009 30 times higher than the average click through metric (0.18%, Ad Tech) Exposed to the Paid + Natural Evian Campaign Exposed to the Evian Campaign who visited ‘Evian’ Percentage of Evian Campaign who visited ‘Evian’ 1.3m 69k 5.4% Paid-For Media: Paid-For + Earned Media:
    31. 32. <ul><li>Buying social media is different than buying standard online media </li></ul><ul><li>Critical to understand advertising both in terms of </li></ul><ul><ul><li>Paid media and </li></ul></ul><ul><ul><li>How earned media & social advocacy contribute to campaigns </li></ul></ul><ul><li>Social advocacy and earned impressions can impact consumers in 3 important ways </li></ul><ul><ul><li>By making them more likely to notice an ad (Recall) </li></ul></ul><ul><ul><li>To take away its message (Awareness) </li></ul></ul><ul><ul><li>To increase their interest in making purchase (Intent) </li></ul></ul><ul><li>The next step is to expand this understanding to offline sales and long-term brand value </li></ul>
    32. 33. Thank You! Brad Little, The Nielsen Company VP, Head of BuzzMetrics, EMEA [email_address] @bradleyjlittle